現今禮品的贈與已是常見行為，禮品包裝以展現出送禮者的誠意與品味，而將其選購重點的呈現就十分地重要。本研究運用方法目的鏈與隱喻抽取技術探討禮品高涉入者對禮品在外觀和使用上的見解，歸納出心智地圖，整合出重要之構念重點。在禮品特質起始構念中的「提袋」、「簡單」、「大自然」、「卡片」、「緞帶」、「材質」、「獨特」、「實用」和「圖騰」最能呈現禮品高涉入者心目中的禮品形象。而形成最終價值「環保」、「提升整體感」、「心意」和「健康食品」的原因，是由「清新」、「素雅」、「質感」、「精緻」、「高貴」、「收藏」、「地方文化」等構念衍生而來。

Gift gift today is a common behavior, gift packaging to show the sincerity of the giver and taste, while the optional appearance is very important. In this study, the means-end chain and the metaphor extraction technology of gift high involvement gift insights in the appearance and use, summed up the mental map, and integration of important constructs focus. Gift characteristics of the starting construct, the "carry bag", "simple" and "Nature" and "card", "ribbon", "material", "unique" and "practical" and "Totem" is most able to show gifts high involvement in the image of the eyes of the gift. The formation of the ultimate value of "green", "enhance the overall sense of mind" and "health food" is from "fresh" , "elegance" and "texture" and "delicate" and "noble" and "collection" "local culture" and other constructs derived.